1.
talent.linkedin.com | 1
Success with LinkedIn Career Pages
Kristen Rice, Molly LeFluer and
Megan Lynch
December 3, 2015

2.
Speakers
Megan Lynch

3.
Agenda
The Power of Personalization
The Benefits of a Career Page
Starkey Hearing Technologies Career Page Story
The Power of Engagement Media
Q & A

4.
LinkedIn Career Pages
Benefits

5.
39M+ students
LinkedIn’s fastest growing
demographic
LinkedIn:
The world’s largest professional network
380M+
members worldwide
4M+
INDONESIA
3M+
PHILIPPINES
2M+
MALAYSIA
1M+
SINGAPORE
1M+
SAUDI ARABIA
21M+
BRAZIL
115M+
USA
11M+
CANADA
30M+
INDIA
7M+
AUSTRALIA
1M+
NEW ZEALAND
4M+
SOUTH AFRICA
1M+
UAE
18M+
UK
9M+
FRANCE
7M+
ITALY
8M+
CHINA
7M+
MEXICO
3M+
RUSSIA
5M+
NETHERLANDS
6M+
SPAIN
2M+
BELGIUM
4M+
TURKEY
2M+
SWEDEN
1M+
DENMARK
1M+
IRELAND
1M+
NORWAY
1M+
PORTUGAL
1M+
VENEZUELA
1M+
ECUADOR
4M+
COLOMBIA
4M+
ARGENTINA
2M+
CHILE
1M+
JAPAN
1M+
THAILAND
1M+
HONG KONG
1M+
S. KOREA

6.
Knowledge
The definitive professional
publishing platform
Network
We connect the world’s
professionals
Identity
The professional
profile of record
Professionals come to LinkedIn to develop their
careers, not just to find jobs
6

7.
LinkedIn is not just a job seeker destination, thus it
provides access to active + passive talent
Membership Demographics
364M+ Members
70% Passive
30% Active
ComScore Data, Dec. `14

8.
LinkedIn Company Pages

9.
LinkedIn Career Pages

10.
Why Invest in Your Talent Brand?
1. A strong Talent Brand is associated with lower cost
per hire
2. A strong Talent Brand increases response rates to
recruiter messages (up to 2X)
3. Companies with a strong talent brand attract 50%
more applicants to their jobs
4. Companies with a strong talent brand find 3X as
many of their hires through LinkedIn
talent.linkedin.com/blog

11.
The Power of Personalization
Engage your audience with the right message

12.
Digital Trends 2015
• 400% conversion rate boost when companies deliver relevant
content and high-quality experience
• Personalized products automatically get 73% more clicks.
• 66% of marketers reported that targeting & personalization were
top benefits of their marketing strategy in 2015.
Source: BrainSINS
Source: Janrain & Harris Interactive
Source: McKinsey & Company

13.
Personalization Trends

14.
What does an engineer look for in a job?

15.
Personalization
Engineering Students Brazil

16.
The Power of Engagement Media
Driving Traffic to your Career Page

17.
Tell the right people you’re hiring
Reach your ideal
audience automatically
wherever they go on
LinkedIn
Your ideal passive candidate
Erika Robertson
500+
Connections
2nd
Software Engineer, ABC Co.
London, UK
Ads Appear On
LinkedIn
Homepage
Ads appear
when viewing
profiles
Ads appear
when visiting
Company Pages
Ads appear
when interacting
in Groups

18.
Media Significantly Increases Career Page Visits
Traffic Driver ads

19.
Media Significantly Increases Followers
Traffic Driver ads

20.
Media Significantly Increases Job Applications
Traffic Driver ads
CareerPageVisits
Applications

21.
10%
75%
Increased engagement with your brand improves
the effectiveness of your proactive outreach
2
Feb 2015 to Jul 2015
Engaged
with your brand
No engagement
with your brand
XYZ Co’s InMail Acceptance Rates by Recipient Engagement
*Engaged member = any member who viewed one of your jobs, your company/career page or became
a follower within the 60 days prior to receiving an InMail from one of your employees
When candidates engage
with your brand PRIOR to
receiving an InMail the
Response Rate is nearly
3x higher

22.
Awareness
Engage
Leads
Hire
600,000
Ad Impressions
What’s the value behind media?
6,000
Click-throughs
480
Applications
16 Hires
1% Click-through rate
8% conversion of Job
Views to Applications
(LinkedIn average)
30 applications per
position

23.
Enhanced Career Page Options
+ Personalization
Increase relevance with more of your top
talent pools and regions
+ Targeted Ads
Connect with candidates at every stage of
the journey, not just actives.
Ensure you’re building awareness and
engagement with the candidates you need.

24.
Starkey Hearing Technologies
Crafting a Personalized Story

25.
@
STARKEY’S CAREER PAGE
Crafting a Personalized Story

26.
STARKEY OVERVIEW
Mission: Hearing is our Concern
Headquartered in Eden Prairie, MN
Premier provider in hearing healthcare – employees
more audiologists then any other hearing aid company
More than 3,000 employees globally
Largest hearing aid manufacturer in the U.S.
Our Brands

27.
STARKEY CAREER PAGE REBUILD
Why rebuild our career
pages?
Customize our reach to
target specific functions
with the goal to increase
our engagement with
potential candidates
and ultimately leading to
an increase in hires

28.
TALENT BRAND PRESENCE ON LINKEDIN

29.
UTILIZING AD SPACE
We are utilizing our home
career page with ad space
as an opportunity to
increase our brand and our
page isn’t cluttered by other
companies ads

30.
TALENT BRAND GROWTH

31.
INCREASED CLICKS TO OUR CAREER PAGE
These ads reached
Engineering and IT
professionals and
medical professionals
in the medical device
industry in the US
(emphasis in
Minnesota).

32.
98% INCREASE IN CAREER PAGE VISITORS
LINKEDIN SOLUTIONS ARE EFFECTIVELY DRIVING TALENT TO STARKEY’S CAREER PAGE, THE HUB FOR
YOUR EMPLOYER BRAND ON LINKEDIN
Starkey Hearing Technologies’ Career Page
Unique Visitors
Traffic Driver
Ads Deployed
98% increase!!!!

33.
50% INCREASE IN FOLLOWERS
STARKEY IS CONTINUING TO ACQUIRE NEW FOLLOWERS
50% Increase!!!
Starkey Hearings New Monthly Followers
(non-employee)

34.
IMPACTED HIRES

35.
OVERALL SUCCESS
27% off All Starkey Applicants came directly from
LinkedIn
15% of 379 total Hires came directly from LinkedIn

36.
TIPS AND TRICKS
Know your Audience
- A/B Testing
Speak their language
Keep the content fresh

37.
RECAP
Personalized Career Page
Successful ad campaign
Increased engagement
Increased hires

38.
Key Takeaways
1. Personalizing your Career Page will provide a
relevant experience to your target audience.
2. Leverage existing content & data to build out
your story.
3. Drive members through the candidate journey
via hyper targeted campaigns.

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Thanks for watching!
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